In printing using a plurality of chromatic color inks of different lightness interchangeable with one another in color reproduction, ink consumption is reduced while preserving the quality of the printed result. On the basis of first color data represented in terms of density of a first reference color, second color data represented in terms of density of a plurality of second reference colors is generated. The plurality of second reference colors are the ink colors. They include two same hue reference colors of different lightness interchangeable with one another when reproducing a certain color. The lookup table holds the first color data and the second color data associated with one another. For a set of densities of a plurality of second reference colors representing achromatic color of higher lightness than the reference lightness, density of the same hue reference color having lower lightness is 0. The reference lightness is lightness equal to or less than the minimum lightness which is the lightness of the color having the lowest lightness among the colors that can be reproduced on a printing medium using only ink of the darker color of the two same hue reference colors.